Viant Technology Inc., a prominent player in Connected TV (CTV) and AI-driven programmatic advertising, has announced a partnership with Wurl to deliver scene-level contextual intelligence across CTV, becoming the first Demand-Side Platform (DSP) to do so. This innovation leverages IRIS.TV’s IRIS_ID technology combined with Wurl BrandDiscovery’s exclusive streaming data and proprietary scene recognition. With this integration, advertisers can now synchronize their messages with the on-screen content in real time, enhancing viewer engagement and campaign outcomes.
The collaboration also introduces Viant’s Open Real Time Bidding (oRTB) integration with Wurl, unlocking access to premium inventory from Free Ad-Supported Streaming TV (FAST) services via top publishers. This is the first time Wurl’s BrandDiscovery-powered supply will be directly available through oRTB within a DSP. This integration supports Viant’s supply path optimization efforts by simplifying access to high-quality inventory. Coupling this supply with Viant’s Household ID and identity graph which covers 95% of U.S. adults aged 18 and older offers advertisers improved reach, precision, and efficiency in the swiftly expanding CTV market.
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Tom Wolfe, Viant’s Senior Vice President of Business Development, highlighted that their new scene-level targeting and measurement tools represent a forward leap in privacy-conscious, contextually relevant advertising, benefiting advertisers, publishers, and the broader CTV ecosystem. He emphasized that the partnership addresses ongoing industry challenges such as fractured targeting options, limited measurement capabilities, and a lack of transparency in content.
Through IRIS.TV integration, Wurl’s BrandDiscovery segments which assess each scene’s emotional tone and theme are now tagged with IRIS_IDs at the scene level. Every impression delivered through Wurl’s platform is IRIS-enabled, providing advertisers with unprecedented precision to align creative assets with specific narrative moments proven to boost engagement and effectiveness. These insights are fully accessible in the Viant DSP’s newly introduced IRIS-enabled™ Content Report and Pre-bid Targeting solution.
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Using Viant’s platform, advertisers can target campaigns based on scene-level emotional and contextual categories, buy Wurl’s premium FAST inventory programmatically, identify the best-performing scenes, and optimize performance with advanced reporting tools.
Ria Madrid, Wurl’s Vice President of Advertising Partnerships, said the partnership unlocks substantial value for both publishers and advertisers in the streaming space. By integrating BrandDiscovery and IRIS IDs into Viant’s DSP, the collaboration activates a biddable contextual advertising solution at unmatched scale. Advertisers benefit from reaching streaming audiences with contextually relevant creative, which drives better campaign results and return on ad spend, while publishers gain incremental revenue opportunities.
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